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Rankings · Fast GrowthFast Growth · Sheet & Wash-off Masks: channel shift led by EIIO
Disclosed growth data is limited in sheet & wash-off masks, so this table shows the 抖音 revenue structure instead, to indicate where increment comes from.
About this ranking: sources and method
- Compiled by
- VRBT editorial team. We sort and interpret only; all revenue, share and growth figures come from the reports cited below.
- Source
- Zhixing Consulting 2025 Mask Category E-commerce Trends — Tmall Mask Brand Top 30
- Period
- Jan–Sep 2025
- Caliber
- Tmall mask category turnover; share = brand sales ÷ total Tmall mask market. Sheet and wash-off masks combined.
- Ranking basis
- Ranked by Jan–Sep 2025 Tmall mask sales, top 10 shown.
- Why this source
- Masks span sheet, wash-off and single-dose formats with a very wide price range, so only a combined table is meaningful. Zhixing publishes both revenue and share and keeps the Douyin table separate, which makes the two narratives visible.
- Cross-check
- Independent estimates from Qingyan and Yinshuoshuo are of similar magnitude: Yinshuoshuo's H1 2025 Tmall top five (Proya 348m, L'Oréal 283m, La Roche-Posay 222m) differs in order from Zhixing's Jan–Sep figures — a window and promotion-period effect.
- Limitations
- Jan–Sep excludes Double 11, so full-year ranks may shift. Douyin publicly discloses only the top three by revenue. The category is in stock competition — size alone should not be read as growth.
Douyin's roster barely overlaps: EIIO RMB 637m, Zaowuzhe RMB 616m, Yuansheng Mima RMB 555m, each around 3% share, top three just 9.4% — two-thirds of Tmall's concentration. Half of the top brands grew more than 200%, with Hexin Gift +1,857.7% and eLL +4,004.4%.
Growth and scale are different things. The scale leader is L'Oréal Paris at RMB 492m; it is not necessarily the growth leader. Read the two tables separately.
| Rank | Brand | Channel | Sales | YoY |
|---|---|---|---|---|
| 1 | EIIO | 抖音 | RMB 637m | — |
| 2 | Zaowuzhe | 抖音 | RMB 616m | — |
| 3 | Yuansheng Mima | 抖音 | RMB 555m | — |
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